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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) YUME : Journal of Management Cakrawala Repositori Imwi Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi (JIMAT UMMI) Jurnal Abdimas Bina Bangsa Jurnal Pengabdian Masyarakat (ABDIRA) Golden Ratio of Marketing and Applied Psychology of Business International Journal of Economics (IJEC) International Journal of Multidisciplinary Sciences and Arts Journal of Artificial Intelligence and Digital Business The Eastasouth Management and Business Priviet Social Sciences Journal Indonesian Journal of Multidisciplinary on Social and Technology Synergy : Jurnal Ilmiah Multidisiplin Baashima: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Cantaka: Jurnal Ilmu Ekonomi dan Manajemen JPM MOCCI : Jurnal Pengabdian Masyarakat Ekonomi, Sosial Sains dan Sosial Humaniora, Koperasi, dan Kewirausahaan MBA Journal – Management, Business Administration, and Accounting Journal
Mulfi Sandi Yuda
Universitas Sains Indonesia
Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Social Sciences Other

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Pengaruh Promosi dan Brand Awareness Terhadap Impulse Buying Produk Wardah Skincare Pada Pengguna Tiktok di Kota Sukabumi Antin Livia Saputri; Mulfi Sandi Yuda
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 4 No. 1 (2026): Juni
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v4i1.522

Abstract

This research is motivated by the rapid growth of the skincare industry and the increasing use of TikTok as a promotional platform that influences consumer purchasing behavior. The purpose of this study is to examine the effect of promotion and Brand Awareness on Impulse Buying of Wardah Skincare products among TikTok users in Sukabumi City. This study employed a quantitative method with data collected through questionnaires distributed to 100 respondents who had purchased Wardah Skincare products via TikTok Shop. The sampling technique used was purposive sampling, while the data were analyzed using multiple linear regression with the assistance of SPSS version 25. The results indicate that promotion has a positive and significant effect on Impulse Buying, with a t-value of 4.020 > 1.984 and a significance value of 0.000 < 0.05. Brand Awareness also has a positive and significant effect on Impulse Buying, with a t-value of 6.529 > 1.984 and a significance value of 0.000 < 0.05. Simultaneously, promotion and Brand Awareness significantly affect Impulse Buying, with an F-value of 128.848 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.727 indicates that promotion and Brand Awareness explain 72.7% of the variance in Impulse Buying, while the remaining percentage is influenced by other factors outside this study.
Pengaruh Penggunaan Influencer marketing dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Intent to Recommend: (Studi Kasus Pada Produk Focallure di Kecamatan Jampang Tengah) Lia Amelia; Mulfi Sandi Yuda
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 4 No. 1 (2026): Juni
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v4i1.524

Abstract

The development of social media has encouraged cosmetic brands like Focallure to utilize Influencer marketingas a marketing strategy. This study aims to analyze the influence of Influencer marketingand product quality on purchasing decisions through the Intent To Recommend of Focallure consumers in Jampang Tengah District. The study used a quantitative approach with a survey method of 100 respondents who used Focallure products. Data were collected through an online questionnaire and analyzed using path analysis and the Sobel Test. The results showed that Influencer marketingand product quality had a positive and significant effect on the Intent To Recommend and purchase decisions. In addition, the Intent To Recommend was proven to mediate the influence of Influencer marketingand product quality on purchasing decisions. The research variables were able to explain 75.5% of the variation in purchasing decisions. This study provides implications for Focallure to optimize collaboration with credible influencers and improve product quality to strengthen consumer purchasing decisions.
Green Marketing Strategies for Sustainable Upcycling MSMEs in Bekasi Regency Mulfi Sandi Yuda; Mochamad Afrizal Maulana; Yoki Muchsam; Galih Raspati
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 2 (2026): International Journal of Multidisciplinary Sciences and Arts, Article April 202
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i2.8386

Abstract

The implementation of green marketing practices is a strategic necessity for Micro, Small, and Medium Enterprises (MSMEs) in facing the transition to a green economy as directed in the 2025–2029 National Medium-Term Development Plan (RPJMN). This transformation requires MSMEs to adapt through environmentally friendly product innovation, resource efficiency, and compliance with sustainability standards increasingly expected by modern consumers. However, conditions in Bekasi Regency show that most MSMEs based on industrial waste upcycling do not yet have a structured green marketing strategy and are unable to integrate sustainability principles into their business models. This challenge is exacerbated by low business understanding of green consumer behavior, minimal use of social media as a means of sustainability communication, and the lack of strategic guidelines tailored to local characteristics. This study aims to develop and validate a Green Marketing Strategy Model capable of optimizing the business sustainability of MSMEs in economic, social, and environmental dimensions. The research employed a qualitative approach using the Delphi Method involving academics, green MSME practitioners, local government, and environmental organizations. The Delphi process was conducted through several rounds to reach consensus regarding green marketing indicators and sustainability strategy priorities. The results produced a strategic model consisting of green marketing components, triple bottom line-based sustainability indicators, and digital marketing communication strategies relevant to local consumer characteristics. The study also provides practical recommendations for strengthening sustainable MSME development in Bekasi Regency and contributes theoretically to sustainability marketing practices in industrial waste upcycling businesses.
Pengaruh Kemasan Produk Dan Persepsi Nilai Terhadap Keputusan Pembelian Hand & Body Lotion Marina Pada Konsumen Generasi Z Di Kabupaten Sukabumi Rahmawati Rahmawati; Mulfi Sandi Yuda
Indonesian Journal of Multidisciplinary on Social and Technology Vol. 4 No. 2 (2026): Maret - Juni
Publisher : PT Ilmu Data Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijmst.v4i2.9179

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kemasan produk dan persepsi nilai terhadap keputusan pembelian hand & body lotion Marina pada konsumen Generasi Z di Kabupaten Sukabumi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan asosiatif. Populasi dalam penelitian ini adalah konsumen Generasi Z berusia 14–29 tahun yang pernah membeli dan menggunakan hand & body lotion Marina di Kabupaten Sukabumi. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 100 orang. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan Google Form dengan skala Likert. Metode analisis data yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji parsial (uji t), uji simultan (uji F), dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa seluruh item pernyataan dinyatakan valid dan reliabel. Berdasarkan hasil analisis, variabel kemasan produk berpengaruh signifikan terhadap keputusan pembelian hand & body lotion Marina pada konsumen Generasi Z di Kabupaten Sukabumi. Variabel persepsi nilai juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, kemasan produk dan persepsi nilai berpengaruh signifikan terhadap keputusan pembelian hand & body lotion Marina. Hasil koefisien determinasi menunjukkan bahwa kemasan produk dan persepsi nilai mampu menjelaskan keputusan pembelian sebesar 19,1%, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian, seperti kualitas produk, harga, citra merek, promosi, media sosial, dan tren kecantikan. Penelitian ini menunjukkan bahwa konsumen Generasi Z tidak hanya mempertimbangkan tampilan kemasan produk, tetapi juga memperhatikan manfaat dan nilai produk sebelum melakukan keputusan pembelian.
Efek GHRM dan Personal Moral Norm terhadap Employee Green Behavior di Sektor Perbankan Galih Raspati; Yoki Muchsam; Mulfi Sandi Yuda; M Afrizal Maulana; Yuyun Yuniati Yuningsih; Tri Sanatha Wahyu Akbar
E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Vol 18 No 2 (2025): JURNAL ILMIAH EKONOMI DAN BISNIS
Publisher : LPPM Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/e-bisnis.v18i2.2579

Abstract

The rapid environmental degradation currently compels governments and organizations to implement effective preventive measures. This study highlights the urgent need for the implementation of Green Human Resource Management (GHRM) practices and Personal Moral Norms in enhancing Employee Green Behavior within the banking sector. As governments adopt policies related to GHRM, Personal Moral Norms, and Employee Green Behavior, banks, as financial institutions, play a strategic role in promoting sustainability. The objective of this research is to analyze the effects of GHRM and Personal Moral Norms on Employee Green Behavior in the banking sector. A quantitative approach was employed, utilizing a descriptive and associative research design, involving 92 employees from the studied bank branch, with a sampling technique using a census method. Data analysis was conducted using validity and reliability tests, as well as multiple regression analysis with the aid of SPSS 24. The results indicate that GHRM and Personal Moral Norms significantly influence Employee Green Behavior, contributing to 97.8% of the variance in environmentally friendly behavior. These findings provide new insights into the importance of integrating Green values into human resource management and underscore the necessity for banks to adopt policies that support environmental sustainability. This research is expected to serve as a reference for banking institutions in formulating more effective strategies to enhance environmental awareness among employees.
Pengaruh Pelatihan dan Kompetensi terhadap Kinerja Karyawan PT WIKA Pada Proyek Besar Tol IKN Kalimantan Timur Dian Iskandar; Mulfi Sandi Yuda; Yoki Muchsam; Mochamad Afrizal Maulana
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 3 No. 1 (2025): Juni
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v3i1.398

Abstract

Improving employee performance in large-scale construction projects such as the construction of the East Kalimantan IKN Toll Road is an important factor in ensuring work quality, timeliness, and project implementation efficiency. The complexity of construction work requires companies to have trained and competent human resources to be able to carry out tasks effectively. Therefore, this study aims to analyze the effect of training and competence on employee performance at PT WIKA in large projects such as the East Kalimantan IKN Toll Road. This study uses a quantitative approach with a survey method by distributing questionnaires to 100 respondents who are project employees. Data analysis techniques used multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results show that training and competency have a positive and significant effect on employee performance, both partially and simultaneously. The Adjusted R Square value of 0.716 indicates that 71.6% of the variation in employee performance can be explained by these two variables.
Program Pemberdayaan melalui Pengelolaan Koperasi untuk Peningkatan Ekonomi Keluarga Berbasis P2WKSS di Desa Karangsetu Mulfi Sandi Yuda; Elis Yulianti; Yoki Muchsam; M Afrizal Maulana; Galih Raspati; Tri Sanatha Wahyu Akbar; Hawa Rina; Gina Rautdatul Jannah; Khoirunnisa Az Zahra Rahmadhina; Hafifah Aziz Wijaya; Rischa Putri Handayani; Uwen Abdul Faqih
JPM MOCCI : Jurnal Pengabdian Masyarakat Ekonomi, Sosial Sains dan Sosial Humaniora, Koperasi, dan Kewirausahaan Vol. 4 No. 1 (2026): Maret
Publisher : PT. Alahyan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/jpmmocci.v4i1.569

Abstract

Desa Karangsetu memiliki potensi ekonomi melalui usaha rumah tangga, namun masyarakat masih memiliki keterbatasan dalam pengelolaan keuangan, perencanaan usaha, dan manajemen koperasi. Koperasi yang telah terbentuk juga belum berfungsi optimal sebagai lembaga ekonomi produktif akibat lemahnya administrasi, pencatatan keuangan, dan strategi pengembangan usaha berbasis kebutuhan anggota. Memberdayakan masyarakat melalui penguatan kapasitas pengelolaan koperasi sebagai sarana peningkatan ekonomi keluarga berbasis Program Pemberdayaan dan Kesejahteraan Keluarga (P2WKSS), serta meningkatkan literasi keuangan, keterampilan kewirausahaan, dan tata kelola koperasi. Pelaksanaan kegiatan dilakukan melalui pelatihan (workshop), pendampingan langsung, pembinaan administrasi koperasi, serta monitoring dan evaluasi berkala menggunakan pendekatan participatory community empowerment dengan melibatkan perangkat desa, kader P2WKSS, dan pengurus koperasi. Program diharapkan mampu meningkatkan kemandirian ekonomi keluarga, memperkuat keberlanjutan koperasi sebagai lembaga ekonomi desa, serta menjadi model penguatan koperasi berbasis komunitas yang dapat direplikasi pada desa atau kelurahan lain.
Marketing Mix and Green Marketing Effects on MSME Customer Loyalty through Value and Satisfaction Galih Raspati; Yuyun Yuniati Yuningsih; Afrizal Maulana; Mulfi Sandi Yuda; Yoki Muchsam
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 1 (2026): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i1.7546

Abstract

The rapid growth of healthy food micro, small, and medium enterprises (MSMEs) in Indonesia is driven by increasing consumer awareness of health and environmental sustainability. Nevertheless, intense competition and low switching costs pose challenges for MSMEs in sustaining long-term customer loyalty. This study aims to examine the effects of the marketing mix (7P) and green marketing on customer loyalty, with perceived value and customer satisfaction as mediating variables. A quantitative research design with a cross-sectional survey approach was employed. Data were collected from customers of healthy food MSMEs in Bekasi using structured questionnaires. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess both direct and indirect relationships among variables. The results indicate that the marketing mix (7P) and green marketing have significant positive effects on perceived value, customer satisfaction, and customer loyalty. Perceived value and customer satisfaction also significantly influence customer loyalty and partially mediate the relationships between marketing mix, green marketing, and loyalty. These findings suggest that integrating conventional marketing strategies with sustainability-oriented practices is essential for enhancing customer loyalty in healthy food MSMEs. This study contributes to the literature by proposing an integrated model that combines marketing mix and green marketing in explaining customer loyalty, particularly within a developing-country and peri-urban context. Practically, the findings highlight the importance of improving service quality, pricing transparency, and credible green practices to strengthen competitiveness and customer retention.
Determinants of Purchase Intention for Subsidized Housing in Flood-Prone Areas: Evidence from Bekasi Regency Mochamad Afrizal Maulana; Mulfi Sandi Yuda; Yoki Muchsam; Galih Raspati
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 1 (2026): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i1.7760

Abstract

The subsidized housing sector in Indonesia, implemented through the Housing Financing Liquidity Facility (FLPP) program, plays a crucial role in improving access to adequate housing for low-income households by offering affordable prices and long-term financing schemes. However, the realization of subsidized housing in Bekasi Regency has declined sharply, from 20,004 units in 2022 to 13,908 units in 2024, representing a decrease of 30.5 percent. This trend indicates a weakening of purchase intention, suggesting that affordability alone is insufficient to sustain demand. This study aims to examine the effects of subsidized housing price, perceived flood risk, infrastructure quality, and building quality on housing purchase intention within the FLPP program in Bekasi Regency. A quantitative explanatory approach was applied using primary data collected through structured questionnaires from 100 respondents consisting of residents and prospective buyers of FLPP housing. Multiple linear regression analysis was employed to assess both partial and simultaneous effects of the independent variables. The results indicate that subsidized housing price, infrastructure quality, and building quality have positive and significant effects on housing purchase intention. Conversely, perceived flood risk has a negative and significant effect, indicating that higher flood risk perceptions reduce buyers’ willingness to purchase subsidized housing. These findings suggest that purchase intention is influenced by a comprehensive evaluation of affordability, environmental safety, and physical housing conditions. Therefore, improving flood risk mitigation and infrastructure quality, alongside maintaining affordable prices, is essential for enhancing the sustainability and effectiveness of subsidized housing programs.
Pengaruh Kualitas Pelayanan dan Pengetahuan Konsumen terhadap Keputusan Penggunaan Layanan Ride-Hailing GrabCar Hemat di Kabupaten Bekasi M Afrizal Maulana; Mulfi Sandi Yuda; Yoki Muchsam; Galih Raspati
E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Vol 18 No 2 (2025): JURNAL ILMIAH EKONOMI DAN BISNIS
Publisher : LPPM Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/e-bisnis.v18i2.2583

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan pengetahuan konsumen terhadap keputusan konsumen dalam memilih layanan GrabCar Hemat di Kabupaten Bekasi. Mengingat pesatnya perkembangan layanan transportasi berbasis aplikasi, pemahaman tentang faktor-faktor yang mempengaruhi keputusan konsumen menjadi penting bagi pengelola layanan untuk meningkatkan kualitas serta daya saingnya. Kualitas pelayanan dianalisis berdasarkan lima dimensi: Bukti Fisik, Kepedulian, Daya Tanggap, Keandalan, dan Jaminan. Selain itu, penelitian ini juga mengevaluasi tingkat pengetahuan konsumen mengenai fitur-fitur yang tersedia dalam aplikasi Grab. Metode yang digunakan adalah mix methode. Pengumpulan data dilakukan melalui survei yang disebarkan kepada 130 responden pengguna layanan ride-hailing di Kabupaten Bekasi, menggunakan teknik non-probability sampling dengan metode insidental. Hasil penelitian diharapkan dapat memberikan wawasan bagi pengelola layanan ride-hailing untuk meningkatkan kualitas pelayanan dan memberikan edukasi yang lebih baik kepada konsumen mengenai fitur-fitur layanan, sehingga dapat mendorong adopsi layanan yang lebih luas. Penelitian ini juga bertujuan untuk memperkaya literatur tentang perilaku konsumen dalam konteks penggunaan layanan berbasis teknologi di Indonesia.  
Co-Authors AA Sudharmawan, AA Abydh Oktora Ade Manggala Hardianto, Ade Manggala Ade Munhiar Afrizal Maulana Akbar, Tri Sanatha Wahyu Antin Livia Saputri Ayu, Heliana widya Ce Gunawan Cucu Hodijah Dian Iskandar Elis Yulianti Elis Yulianti Fahrurrazi Fahrurrazi Febrianti, Intan Rieke Galih Raspati Galih Respati Gina Rautdatul Jannah Hafifah Aziz Wijaya Hawa Rina Herni Herdiani Heryani Kusuma IKE RACHMAWATI Khoirunnisa Az Zahra Rahmadhina Kristanto, Harys Lia Amelia LUTHFIA NISA RAMADHANI M Afrizal Maulana Mariati Tirta Wiyata Mochamad Afrizal Maulana Mochamad Afrizal Maulana Mohammad Afrizal Maulana Muchsam, Yoki Novitasari, Yuli Nurdiana, Bayu Prastiyo Putri, Silva Diana Rahmawati Rahmawati Renaldy Putra Pradipta Reza, Yolandita Angga Rischa Putri Handayani Rizki Chrisulianti Subhanudin Subhanudin Suci Fitriani, Suci Sugihartto Sugihartto Tri Sanatha Wahyu Akbar Umban Adi Jaya Uwen Abdul Faqih Vania Utamie Subiakto Wahyu Kurniawan Winarni, Riani Yoki Muchsam Yudha, Awaludin Yulianti , Elis Yulianti, Elis Yulistriani, Nur Yuyun Yuniati Yuningsih Yuyun Yuniati Yuningsih Zeffanya Rafhael Wijaya